When DIY Branding Hits Its Ceiling
After an AI-generated DIY identity failed to inspire confidence, I rebuilt the brand from the ground up in six weeks. The work focused on clarity, credibility, and differentiation in a conservative category where trust matters more than cleverness. The result was a confident, flexible identity system designed to scale across digital, print, and sales touchpoints.
Touchpoints
- Logo
- Brand Identity System
- Business Card
- Website Look and Feel
Charging Forward Together
Stakeholder interviews uncovered a clear positioning to separate the firm from a crowded insurance market. Inspired by the buffalo, which runs toward a storm rather than away, we built the brand around resilience and partnership. The tagline “Charging Forward Together” captured that spirit, a strong, regionally authentic symbol for a Kansas-based broker.
How we got there
Based on the Discovery Phase, I explored three directions to test style preferences from a traditional-active-and approachable vibe. Each direction presented different color palettes, and type treatments. This approach allows the client to imagine different futures. A website mockup helps to see it in context.
Design System & Website
The final out come was a design system that translates into their new website which was developed by my partner Garrett Digital.
“Our logo and color palette feel purposeful and aligned with our business. We’ve received great feedback. Zack’s expertise made all the difference.